Cam'ron, the Harlem-bred Rapper known for making the color pink the
"in-color" of Hip-Hop fashion, takes center stage with his New Era
59FIFTY design. Continuing to expand the boundaries of what's in for
the fashion conscious urban man, Cam'ron's 59FIFTY brings something new
to New Era's fold; his fitted features a black based, 100% Chromespun
metallic fabric with strong metallic purple accents, which is in line
with the theme for his forthcoming album Purple Haze. But true to his
flare for pink, Cam'ron's cap features a satin pink under visor and
embroidery accents. The cap's front logo represents his label - The
Diplomats - imaging; back embroidery is an Old English stylized "C," and
his name is emblazoned on the right wear-side of the 59FIFTY.

"Fashion is my sport, and so working with New Era to design my own
custom 59FIFTY fitted works for me," said Cam'ron. "People know that I
am a leader in fashion trends, and that I only get down with the best.
New Era has been around for a long time, and they have been making the
59FIFTY for 50 years, that's legitimate. The 59FIFTY is the best
fitted."

The Cam'ron-design will be exclusively available at: Classic Kicks and
Premium Goods (New York); Total Sports (Philadelphia); Lark (Chicago);
Huf (San Francisco); Undefeated (Los Angeles); and in Tokyo, Japan. New
Era will sell the Cam'ron 59FIFTY fitted at www.59FIFTYat50.com
beginning 12:00 a.m. on Thursday the 24th. A limited number of
Cam'ron's 59FIFTY will also be available on www.rocawear.com on the 24th
at 2:00 pm. A portion of the Cam'ron's cap proceeds will go to the
Cam's Kids foundation.

New Era's Thursday, July 29th Capture the Flag, limited edition,
celebrity designed 59FIFTY launch will feature two guest designers; each
designing their own cap - MTV VJ La La and the renowned DJ Green
Lantern.

Cam'ron and his Harlem Diplomats crew - including Jim Jones, Juelz
Santana and Freekey Zeekey - have become a movement. Cam'ron's '02 Come
Home With Me album, his first for Roc-A-Fella and his first
platinum-seller, spawned the massive hits "Oh Boy" and "Hey Ma" and
launched Cam to superstar status. Since then, Cam has released The
Diplomats' Diplomatic Immunity and Juelz Santana's solo debut From Me To
U. While the rap world eagerly awaits Cam'ron's forthcoming Purple Haze,
set to be released this fall, he continues to flood the streets with
mixtapes and has launched a new cognac-based liquor, Sizzurp, with
partner Jim Jones.

59FIFTYs designed for the Capture the Flag, guest designer series,
launch the last Thursday of every month, through December 2004. A
Portion of the proceeds for each Capture the Flag 59FIFTY will go to the
charity of the guest designer's choice. The Capture the Flag series
highlights New Era's ability to produce highly customized headwear that
is driven by and made for the most unique individuals in the world.

The New Era 59FIFTY, born in 1954, was developed as uniform headwear for
Major League Baseball players and has stood for authenticity, quality,
allegiance, and identity in its 50 years. Familiarly referenced as a
"Fitted," the 59FIFTY set the standard by which fitted baseball caps are
made. It was Harold Koch, the son of New Era's founder Ehrhardt Koch,
who felt that there was a need for a carefully crafted fitted cap made
of high quality, 100% worsted wool - one that would give baseball teams
and players a distinct uniform look.

The 59FIFTYat50 campaign will be driven by a definitive, multi-leveled
product development story. The three elements of the campaign are:
"Capture the Flag," custom 59FIFTYs by guest designers, launched monthly
and sold in limited edition quantities at a small number of boutiques
around the world; "Gold Star," custom 59FIFTYs developed in limited run,
unique fabrics and treatments; and "National," specially designed,
custom 59FIFTYs that will be exclusive to the campaign's featured
national retailer HAT WORLD/LIDS. The New Era 59FIFTYat50 campaign will
be supported by a print advertising campaign; 59FIFTYat50.com, a
micro-site; POP; special labeling and other special campaign markings
and packaging.

New Era Cap is a global sports headwear designer, developer and
manufacturer, making more than 20 million licensed and non-licensed,
performance and fashion units per year. The exclusive manufacturer and
marketer of Major League Baseball's official uniform caps, worn on the
field of play by every Major and Minor League player, its other licenses
include National Basketball Association, National Hockey League, Arena
Football, NCAA Champions, College - Bowl Games and National
Championships and Little League. Founded in 1920, New Era is a
privately owned company, headquartered in Derby, New York, with
divisions in Canada and Europe; it employs more than 1,500 people. New
Era is a Category A member of the Fair Labor Association.